The Breast Cancer Research Foundation (BCRF) is dedicated to ending breast cancer by advancing the world’s most promising research. One in eight women in the U.S. will develop breast cancer during their lifetime. Because of this, too many of us have experienced the sinking feeling that comes from a message carrying heavy news, and the unease of not knowing how to respond.
With this campaign, Jersey Mike’s and BCRF aimed to channel that feeling of unrest and helplessness into action. Jersey Mike’s committed 20% of sales over the weekend of September 28, 2024 to the Breast Cancer Research Foundation and announced the weekend of giving with a national television advertisement, with a goal to reach and motivate a wider audience to support the cause. The spot stood out in its category and reinforced that donating to lifesaving research is something everyone can do to help.
It’s difficult to know what to do or say when someone close to us is battling breast cancer. Too many of us have experienced the sinking feeling that comes from receiving a text message or phone call carrying heavy news, followed by the uncertainty and unease of not knowing how to respond. With this campaign, BCRF and Jersey Mike’s sought to capture that very moment—the feeling of unrest, helplessness, and deep concern that comes with learning a loved one has been diagnosed. Rather than taking a direct, informational approach, the campaign lead with raw emotion, creating an intimate and human-centered story that resonates on a personal level. By leveraging sensitive and thoughtful storytelling, BCRF and Jersey Mike’s aimed to break through the traditional messaging often associated with cause-driven campaigns and instead craft something deeply relatable and thought-provoking.
The goal was to inspire action by reminding viewers that while they may feel powerless in the face of such devastating news, there is something tangible they can do to help—support lifesaving research. We wanted to reinforce the idea that donating, even in small ways, can make a meaningful impact in the fight against breast cancer. Through the collaboration with the Breast Cancer Research Foundation and Jersey Mike's, the campaign was able to reach a wide audience and encourage them to contribute to this critical cause.
The results were powerful. Over the course of just one weekend, the campaign helped raise an astounding $4.4 million to fund lifesaving breast cancer research. This initiative not only provided essential funding for vital research but also fostered a sense of unity and purpose, demonstrating that collective action can drive meaningful change in the fight against this disease.
The film ran on the following broadcast television networks: (ABC, CBS, CBS Sports Network,ESPN, FOX, FS1, Big Ten Network, NBC, TBS/TNT), streaming networks: (Hulu, Samsung, YouTube Streaming), and digital platforms: (FB/IG Stories & TikTok, FB/IG In Feed)
